IIBA (CDU)

PMI (PDU)

Select courses offer Leadership (PDU-L), Strategic (PDU-S) and Technical PMI professional development units that vary according to certification. Technical PDUs are available in the following types: ACP, PBA, PfMP, PMP/PgMP, RMP, and SP.

Certification

Overview

Content marketing is a long-term strategy that includes developing original, relevant content for your users and customers. It encompasses all marketing formats that involve creation and sharing of content in order to acquire and engage your customers. Content marketing is much more than just writing. It is a holistic lifecycle of creating relevant and compelling content in a consistent fashion that turns a website visitor into a targeted buyer. This content marketing training course will teach you how to build your business by leveraging the content you already have, create new content for marketing, and update your search engine optimization so people can find your great content, resulting in increased leads, more sales and better relationships with your customers.

With constant updates to search engine algorithms, specifically Google's, the best way to drive and increase traffic to your website is with content marketing. You can have what you think is the best content to market your product or service, but if nobody sees it, there are no results. Putting content online is not enough, it needs to be engaging and measurable. Whether you have been writing for years or are just getting started, there are guidelines for your content marketing strategy. This content marketing training course teaches you to understand why people share information, how they share it, and how that benefits you.

*Please note, if you are taking this class as part of the St. Louis University Certificate requirements, there is a $500 fee to claim your certificate once you have completed ALL requirements.

How to track your results properly – both success and failure

Exactly what content marketing is and how to incorporate it into your business

How to publish your content and incorporate SEO into your strategy so people can find you

How to increase traffic coming to your website(s)

How to engage your customers with your content

How to optimize what you already have and create GREAT content with it – you don't need to start from scratch

How to develop a strategy to create content for what your customers want – not what you think they want

How content marketing can be a cohesive blend with your other marketing tactics, not competition

Which channels work, why, and how to incorporate them into your marketing plan

How to use social media to communicate better in your networks, and more efficiently

Activity: Where do you stand? What do you currently have as content marketing?

3. The Google algorithm and SEO

Content is king – it's finally official

Gaming the system gets harder every day

Algorithm updates to squash spam

Panda

Penguin

Hummingbird

Google rewards great content

Knowing what customers want

Author rank

Biggest SEO mistakes

Anatomy of a Landing page

Content/sharing drop-off

Industry leaders drop-off in SEO

Check drop-off of class sites in SEO

Best practices – tips and tricks for good SEO

Tools and resources

Activity: Review tools you can use to help improve your SEO strategy.

Activity: Where do you rank in SEO among your competitors? What are the top five keywords you want to be known for, and what is your rank? What improvements can you make now?

4. Leveraging content marketing

Stop selling, start helping

Consistency is key

Success takes time

Whiteboard Friday

Freezerburns

The "My product/service isn't exciting enough" excuse

Best Made Co.

Real time and real resources

Quilting all the content you've ever created

Activity: Determine the content you already have and create ways to reuse but not repeat

5. Optimizing your content

Who is your content for?

What is the purpose of your content?

Show don't tell

What is the lifecycle of the content?

Become a published author – the easy way

Giving information away

When and why to charge for your content

Creating opportunities

Real-world examples

Anatomy of a landing page

Activity: Create a persona of your typical client/customer. Why do they want or need your content? How will they find your content? At what point in the lifecycle and buying cycle will they see your content?

Activity: What is your ideal landing page? What elements are on that page? What will your headlines and copy body look like?

6. Creating original content

The value of questions and answers

Using lists

Sharing is the new Super Bowl ad for small businesses

You don't need to go viral

1,000 true fans

Connecting with your target audience

Where to share for maximum impact

Video

Is it right for your company?

Pros and cons of YouTube

Activity: What are content marketing elements that you can integrate in your overall marketing strategy now? What is relevant and unique about you?

IIBA (CDU)

PMI (PDU)

Select courses offer Leadership (PDU-L), Strategic (PDU-S) and Technical PMI professional development units that vary according to certification. Technical PDUs are available in the following types: ACP, PBA, PfMP, PMP/PgMP, RMP, and SP.

Certification

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